TRACKING YOUR WEBSITE WITH GOOGLE ANALYTICS CHRIS EDWARDS

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1 TRACKING YOUR WEBSITE WITH GOOGLE ANALYTICS CHRIS EDWARDS

2 Hi, I am Chris Edwards Data Nerd & Agency Owner Website Developer 18 years WordPress Developer 6 years Google Analytics 13 years Digital Marketer/SEO 11 years Data Nerd my entire life Twitter:

3 Outline For Today s Talk Installation (WordPress) Audience Reports Acquisition Reports Filters & Segments Event Tracking Goal Tracking UTMs We have a lot to get through, please hold Questions to the end.

4 INSTALLATION

5 Two Methods I suggest using Monster Insights if you re a beginner. It has a simple setup process that will walk you through setting up your Google Analytics account and tracking your website. Advanced users can install the Google Analytics code directly or use Google Tag Manager

6 Installing Code Add the provided code from Google Analytics to the <head> of your website. Most themes have an option or setting that allows you to add scripts to the head section. Check with your theme support on where this can be found.

7 AUDIENCE REPORTS

8 Know Your Visitors Audience report is the largest section within Google Analytics. It has 15 sub-sections. These sections show demographics, geo location, technology, interests and more.

10 ACQUSITION REPORTS

11 Know What Channels Work Acquisition reports are where you find out what is driving your traffic and conversions. Here you can find information about each channel, Adwords, SEO, Social and UTMs (more about that later)

13 FILTERS & ADVANCED SEGMENTS

14 Filter vs Advanced Segments Filter - A filter is applied to a profile view and is permanent. This stops the data from ever being saved into a profile. Advanced Segment - An advanced segment allows you to isolate similar visitors into groups. These can be applied to any report without making permanent changes to your data.

15 How To Create a Filter

16 How To Create a Filter

17 How To Create a Filter

18 How To Create a Filter Get Custom! Go beyond the standard predefined filters and create filters off any dimension of Google Analytics.

19 Filter Examples Exclude Internal Traffic The best converting user on your site is you! Your internal team doesn t act like typical web users and will alter the metrics that are most reported, including users, sessions, and pageviews.

20 Filter Examples Exclude Development Sites Have a development site? Exclude traffic going to that hostname.

21 Filter Examples Lowercase on Campaign Attributes By default, UTM parameters are case sensitive in GA. Simply add 5 lowercase filters on the UTM Campaign parameters: Campaign Medium, Campaign Source, Campaign Content, Campaign Term and Campaign Name.

22 Filter Examples Exclude All Query Parameters Use filters to make website.com/ order.php?id=1234 and website.com/ order.php?id=4321 show up as just order.php by excluding the query string.

23 Other Filter Examples Include/Exclude Specific Campaign Lowercase on Request URI Attach Hostname to Request URI To make page.html be domain.com/page.html Include Mobile Only Include/Exclude Traffic to Specific Subdirectory i.e. /blog/ or /shop/

24 Advanced Segments

25 Advanced Segments

26 Create Custom Advanced Segments

27 Create Custom Advanced Segments

28 Create Custom Advanced Segments

29 Other Cool Things With Advanced Segments

30 Other Cool Things With Advanced Segments

31 Advanced Segments Examples Everything you use filters for Include Mobile Only Show traffic from a specific campaign Show only traffic from a specific geographical location Include/Exclude Traffic to Specific Subdirectory i.e. /blog/ or /shop/

32 Advanced Segments Gallery

33 EVENT TRACKING

34 What is Event Tracking? Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.

35 Event Tracking

36 Event Tracking JavaScript Implementation ga('send', 'event', [eventcategory], [eventaction], [eventlabel], [eventvalue], [fieldsobject]); Example ga('send', 'event', 'Videos', 'play', 'Fall Campaign');

37 GOAL TRACKING

38 What is Goal Tracking? Goals measure how well your site or app fulfills your target objectives. A Goal represents a completed activity, called a conversion, that contributes to the success of your business. Examples of Goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).

39 Types of Goal Tracking URL Destination Goals - Tracks visits to a URL. Visit Duration Goals - How long people stay on your site. Pages/Visit Goals - Number of pages visited. Event Goals - Goals based off the firing of an event using event tracking.

40 Know Important Metrics! Leads Trial signups Remember: You re limited to 20 goals total! Account creations Newsletter signups White paper downloads Ebook downloads

41 Destination Based & Event Based

42 Goal Value Assign a value for each goal. This should not be your only way of tracking revenue. Goal values can be useful when looking for the ROI on specific campaigns, referrals, social sources and more.

43 Conversion Rate

44 CUSTOM DASHBOARDS

45 Custom Dashboards Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports.

46 Custom Dashboards To access dashboards, a user needs to navigate to the property view, select the Reporting tab, and then select Dashboards.

47 Custom Dashboard Examples Goals & Conversions Different SEO Dashboards Social Media Dashboard Visitor Facts Dashboard Ecommerce Dashboard Mobile Dashboard

48 Google Analytics Solutions Gallery Pre-Built items that can be imported to your Google Analytics account. Segments Dashboards Custom Reports Goals And More Google.com/Analytics/Gallery

49 TRACKING ROI WITH UTMs

50 Know What Drove Traffic! Without UTMs, you can already see the referral source of your traffic, but you do not know which campaign, which tweet, which actually drove the traffic. UTMs allow you to know exactly what is working and where to spend more marketing dollars.

51 DEFINITION A UTM (Urchin Tracking Module) is a group of tags appended to the end of a URL. When these tags are appended, it allows you track the specifics of your source. EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation

52 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

53 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

54 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

55 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

56 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

57 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

58 EXAMPLE utm_source=google&utm_medium=cpc&utm_campaign=product&utm_co ntent=mixpanel&utm_term=segmentation LET S BREAK IT DOWN Website URL: Campaign Source: google Campaign Medium: cpc Campaign Name: product

59 Campaign Source?utm_source=google This is the referrer of the traffic to your page. This is normally the website, platform or tool you posted your link on. Suggested EXAMPLES Google Facebook Twitter Mailchimp Outbrain Reddit

60 Campaign Medium?utm_medium=cpc This is the marketing medium that referred the traffic. Unlike the source, it tracks the type of traffic. Suggested EXAMPLES cpc banner-ad post tweet article-link

61 Campaign Name?utm_campaign=product This acts as the identifier for a specific campaign, product or offering that you re driving traffic to. Required EXAMPLES spring-sale social your promo code (25off) product

62 Campaign Content?utm_content=mixpanel This is an optional part of a UTM, but allows you to easily differentiate between ads on the same channel. Good for A/B testing ad copy. Optional EXAMPLES content-a content-b

63 Campaign Term?utm_term=segmentation This is also an optional part of a UTM, but allows you to easily differentiate between different ad keywords. Optional EXAMPLES Your Key Word

64 See Campaign Info in Google Analytics

65 See Campaign Info in Google Analytics

66 Wow, Amazing! Now, how the heck to I create these UTMs for my campaigns?

67 Online UTM Builder Just do a Google search for an online UTM builder. - or - Just Visit datadrivenlabs.io/utm

69 URL Shorteners UTMs are long and ugly! Utilize URL shorteners to create easier to view URLs and shorter to type URLs. A popular shortener services:

70 QUESTIONS? Slides up for download at: datadrivenlabs.io/wcjax18

John Biancamano Inbound Digital LLC InboundDigital.net

John Biancamano Inbound Digital LLC 609.865.7994 InboundDigital.net About Me Owner of Inbound Digital, LLC digital marketing consulting and training: websites, SEO, advertising, and social media. Senior